Source Credibility in Attorney Advertisements

An experiment was conducted using a mock-up of print advertisements for attorneys. The study used a sample of 309 subjects in a 2 × 2 full factorial between subjects design. The independent variables were attorney certification credentials and attorney sex. The dependent variable was source credibility, measured through the dimensions of expertise and trustworthiness. Results indicated that the positive wording (board certified) and negative wording (not board certified) of attorney board certification credentials in a print ad significantly influenced subjects in their rating of attorney credibility. That is, positive wording created a positive bias of the attorney while negative wording led to a negative bias. A significant positive bias was also found for the female attorney. Subjects rated the female attorney to be more trustworthy than the male attorney. However, there was no significant difference in perceived expertise between the male and female attorney. Interactions of independent variables and managerial implications are also discussed.